1. Standing Out in the Crowd
Associated Manufacturing Marketing Group - Mike Bowes ” August 1, 2008

2. The Associated Manufacturing Team
Sunny Corner
Enterprises
Hachey
Johnson
Construction
Enterprises
- Fabrication
All-Tech
A Landry
Mechanical
Fabrication
& Hydraulic

3. Our Services:
Custom fabrications (build to print and design service)
On-site installations and maintenance services
Custom CNC machining, waterjet, thermal coating
Gear box overhauls, hydraulics and related
Full mechanical assembly, including electrical and installation
Contract manufacturing
Large metalworking projects, including pressure vessels and piping systems
Material Handling Systems, including conveyors & compacting systems
Construction services for heavy industry.
Project management expertise
Equipment Refurbishment and Repair

4. Understanding how we’re different

5. How we differentiate ourselves in
a crowded marketplace

6. VALUES......

7. ....... Inclusivity
....... Possibility
....... Opportunity
....... Capability
....... Sustainability
....... Responsibility

8. With trust & patience,
We’ll learn about
collaborating effectively

9. AMMG Strategic Partnership
STRATEGIC ASSETS BROADER SERVICE OFFERING
Specific, dedicated business development
agency Shared Services
Partnership offers significant Better Business Process Management
Wider
savings to our customers Customer Capabilities
Experience Supplier Development
Faster time to market Long-term
partnership offering
a new export-based
service model
TRACK RECORD & QUALITY GLOBAL DELIVERY
Proven Ready to
Experience Export
Access to port, rail and road
Build on track record & experience
portfolios of members Proximity to Eastern US and Atlantic
ISO 9000:2000, CWB, U-stamp Lean certified
, Export experience
Supported by full range of services

10. Benefits of working as strategic partners
Offering a holistic view across sectors and creating a shared learning approach
COST RISK
“ Reduction in existing cost through “ Develop delivery and transition
sharing process
“ Automation of processes “ Governance support
Consolidate Improve
into & Mentoring
Processes
Teams
Long-term
partnership offering
a new export-based
service model
FLEXIBILITY QUALITY
Cross Train Stabilise
“ Quick ramp up and ramp down Resources Systems “Standardized processes
“ Modularised support “ High quality resources
Continuous cycle of process improvement, system stabilisation, cross training & consolidation of
support teams to drive our proGRess

11. Moving Forward in the Winds of Change
Supplier Development Day
Mike Bowes
Associated Manufacturing
Restigouche
January 28, 2008

12. We are prepared
• To LEAD
• To SHARE
• To COLLABORATE
• To SUPPORT
• To BUILD a team

13. STRENGTHS
Resiliency
Adaptability
Forward Thinking
Culture of Entrepreneurship
Motivated, experienced Workforce
Favourable Investment Climate
Government support

15. Plan, Review, Revise
Don’t just Problem Solve
‚Problem solving often functions
as a way of maintaining the
status quo rather than
enabling fundamental change‛

16. Inductive Problem-Solving to Innovate
• Apply all 4 Dimensions of Inductive P-S
– Social (Find, Collaborate, Close Networks,
Extended Networks, Dialogue)
– Analytical (Interpret, Envision, Apply, Creat,
Context)
– Information (Source, Assess, Organize, Aggregate,
Communicate)
– Learning (Sense, Reflect, Develop, Improve,
Extend)

17. ‚The definition of insanity is doing the same thing over
and over again and expecting different results
each time.‛ Albert Einstein

18. Communication will be key
Partners informed
All Stakeholders involved
Open Sourcing
Communicate details
All share in opportunities
Brainstorming
Quarterly business reviews
Be the Best

19. Steps Underway
•approve market plan
•Supplier Development strategy
•culture of Kaizen internally
•Single Contact Point on major Projects
•E-Marketing Strategy
•new Brand, Tools & Resources

20. Strategic
Marketing and Benefits Roadmap
Strategic
“Be the Best Marketing and
Benefits Roadmap
“ Measureable Benefits
“ E-Commerce strategy
“ Target market segments and geographic priorities
“ Network development
“ Collaborative innovation framework
“ Partnership Governance
“ Supplier Development
“ Commercial model

21. E-marketing
(under development)
Google AdWords
Networking - LinkedIn
Website development
Slideshare
Customer Access
Enterprise 2.0 - ERP

22. Be the Best Elements
“ Supplier Development
“ Process standardization
“ Process improvements
“ Value added services
“ Share best demonstrated practices
“ Able to compete on global stage
“ Certifications ” Lean, ISO, ASME
Be the Best

23. 2008 marketplace
● Must be there
Global
● Emerging markets
market
● Technology transfers
USA  Economy weaker ” BUT opportunities because of weaker US$
 Emerging energy markets
 Continue to be the most important market
● Large capital projects
Canada ● More integrated supply chains
● Mining and energy industries booming
Volatile times & high uncertainty ” with this comes opportunity

24. business model framework
INFRASTRUCTURE OFFER CUSTOMER
PARTNER CUSTOMER
NETWORK RELATIONSHIPS
CORE VALUE CUSTOMER
CAPABILITIES PROPOSITION SEGMENTS
ACTIVITY DISTRIBUTION
CONFIGURATION CHANNELS
COST FINANCE REVENUE
STRUCTURE STREAMS
a business model describes the value an organization offers
to various customers and portrays the capabilities and
partners required for creating, marketing, and delivering this
value and relationship capital with the goal of generating
profitable and sustainable revenue streams
[Osterwalder (2004) The Business Model Ontology]

25. what value proposition do we offer,
to which customer segments?

26. Our Message………
Not just a supplier…. A STRATEGIC PARTNER
Not just products…. SOLUTIONS

27. what value proposition do you offer,
to which customer segments? (model)
OFFER CUSTOMER
VALUE CUSTOMER
PROPOSITION SEGMENTS
Strategic partners Major project owners
Solutions not products Equipment OEMs

28. what value proposition do you offer, to
which customer segments? (example)
OFFER CUSTOMER
Design to Conveyor users
installation Large industry
Mining
Build to print Equipment
OEMs
Full Service
Maintenance Local Mines
Agreements

29. how do we reach our customers?

30. how do you reach your customers? (model)
OFFER CUSTOMER
COMMUNICATION &
VALUE CUSTOMER
DISTRIBUTION
PROPOSITION SEGMENTS
CHANNELS
Strategic Partner Networking Project Owners
Solutions E-Marketing OEMs
… … …

31. how does AMMG reach our customers?
OFFER CUSTOMER
Networking
Full service Trade Shows, Major Project
strategic partner Missions Owners
One-on-one visits
Solutions not E-Marketing
OEMs
Products Networking

32. how do we build relationships?

33. how do you build relationships with your
customers? (model)
OFFER CUSTOMER
VALUE CUSTOMER CUSTOMER
PROPOSITION RELATIONSHIP SEGMENTS
value proposition 1 mechanism 1 target customer 1
value proposition 2 mechanism 2 target customer 2
… … …

34. how do we build relationships
with our customers? (example)
OFFER CUSTOMER
Design support /
supplier chain
Solutions not just Progress and team
products Equipment OEM
reports
Full service
Installation and
support

35. how do we earn our money with
this business model?

36. how do you earn your money with
this business model? (model)
OFFER FINANCE
VALUE CUSTOMER
REVENUE STREAMS
PROPOSITION SEGMENTS
value proposition 1 revenue stream 1 target customer 1
value proposition 2 revenue stream 2 target customer 2
… … …

37. how do we earn our money with
this business model? (example)
OFFER FINANCE
Product
development fees
Full service
Production costs OEM
support
Product support
fees
Opportunity Revenue from OEM AMMG

38. Next Steps
180 Day Plan Execute Measure
Business Continuous Service
Value
Strategy Strategic Improvement
Business
Review Marketing and
outcome Benefits Roadmap
alignment
Adopt & Consolidate
Infrastructure
Adapt & Converge
Transform & Extend
Assessment • Transformation plan to
Business true partnership Business
Outcome Outcome
• Measurable benefits Measurement
Alignment Service Level
• E-Marketing strategy
Assessment
• Target market segments
and geographic priorities
• Network development
Operational
Assessment • Collaborative
innovation framework
• Governance
New Markets, Partners
Sharing of • Supplier Development & Customers
Sources
Best Practices • Commercial model
• Reduce Cost Time
• Increase Revenue through market growth
• Collaborative innovation
New Cycle

39. Strategic
Marketing and Benefits Roadmap
Strategic
“Be the Best Marketing and
Benefits Roadmap
“ Measurable benefits
“ E-marketing strategy
“ Target market segments and geographic priorities
“ Network development
“ Collaborative innovation framework
“ Partnership Governance
“ Supplier Development
“ Commercial model

40. how do we measure the success of our
business model?

41. Wide Market Strategy
“ Serving a wide spectrum of the market by selling
differentiated products to different segments in
the market ” all based on our current core
competencies.
“ Requirements: (a) Employ different combinations of
price, product, promotion, and distribution
strategies in different segments (b) Top
management commitment to embrace wide market (c)
Strong financial position.

42. Major Projects - Atlantic
Eider Rock Refinery
VBNC Commercial Nickel
Point Lepreau II
VBNC Underground
IOC ” Labrador
Lower Churchill
PCS Picadilly
Offshore NL -Hebron +
++++++++

43. Market Segments
Mining
Construction, Development, O & M
Renewable Energy
Biofuels, Windpower, Hydro
Equipment Manufacturers
Mining, Pressure Vessel, Hydraulics, Specialty
Material Handling
Design, Fabrication, Installation, Piping, Conveyors
Energy and Industrial
Niches for Power Gen, Nuclear, Infrastructure

44. There’s hardly an old abandoned mine that is
not being considered for redevelopment

45. Market Entry Strategy
1. Licensing from OEM
2. Technology Transfer
3. Partnership with EPCM groups
4. Canadian subs to reach parents
5. Leverage existing Customers

46. Blue Ocean to Reconstruct Market Boundaries
Head-to-Head Strategy Blue Ocean Strategy
“ Focus on rivals within “ Looks across alternative
industry industries
“ Focuses on competitive “ Looks across strategic group
position within strategic within industry
group “ Redefines the industry buyer
“ Focuses on better serving group
the buyer group

47. We learned…….

48. We have to be an
open book to all
what we have learned
stakeholders ”
customers,
suppliers,
partners

49. customers want more control
but want it to be less risk

50. they want us to demonstrate our
experience „ not to use them to gain
experience

51. customers want to speak with
fewer suppliers
but want it to be more Engaged & able to
do business with local content

52. the solutions we provide is ‘the product’

53. customers want to deal with a team
- a high performing team that delivers

54. A High Performance Team
Associated Manufacturing

55. That Stands Out FROM the Crowd
Associated Manufacturing Marketing Group - Mike Bowes ” August 1, 2008

56. www.ammg.ca
mbowes@ammg.ca